Prep Your Website For Marketing Automation

Planning to roll out marketing automation? Whether you are just getting started or refining your approach, your website needs to be ready. Without the right foundation, your automation platform won’t have the data and contacts it needs to fuel campaigns. Here are three essential areas to focus on first.

1. Review Your Forms

Most websites use forms to capture leads, but too many ask for far more than they should. According to Formstack, forms with four or fewer fields see a 160% increase in conversions. At minimum, collect only what you need: name, email, title, and comments. The email address is gold—it keeps your automation program running with a steady stream of new contacts.

Start by auditing your site. Create a spreadsheet that lists every form, the page URL, and its purpose. This step will give you a complete picture and help you decide which forms need to be simplified or rebuilt.

2. Decide on Forms vs. Form Handlers

Once you know where your forms live, you need to decide how they’ll connect with your automation platform. There are two main approaches:

• Forms created in the platform: Platforms like Pardot let you build forms directly, copy the HTML, and drop them into your website. Marketing owns the process, reducing dependency on IT, and you can set up completion actions such as creating a contact record or sending alerts.
• Form handlers: If you want to keep existing forms and design, you can use handlers to push data into the platform. This approach is flexible but often slower, since it may require IT or design involvement each time you launch something new.

Whichever option you choose, update your audit spreadsheet with the plan for each form. Then configure completion actions to ensure submissions trigger the right workflows in your platform.

3. Implement Tracking Scripts

Tracking scripts are what allow marketing automation to map the customer journey. Just like Google Analytics, you’ll add a snippet of code to your pages. This lets you see what path visitors take, where they drop off, and what drives them to complete a form. Platforms like Pardot, HubSpot, or Marketo provide tracking scripts ready to install.

Laying the Groundwork

Getting your website ready is only the beginning. You’ll also need to designate an internal administrator, clarify your top objectives, and define the kind of customer journey you want to create. But forms, form integration, and tracking are the foundation. Nail these first, and you’ll be in a strong position to fuel your marketing automation programs with quality data and engaged leads.

Want to set your marketing automation program up for success? Let’s talk.